MARKETING CHAPTER 8

Match the product (on the left) to its blend of physical goods and services (on the right).

Handkerchief-100% physical good Life insurance-100% service Cable TV-Blend of physical good and service

At the bakery where Jaxon works, large commercial mixers are used to mix ingredients for wedding cakes. These mixers are an example of a _____ product.

business

Products that are intended to be used in order to make other products are called ______ products.

business

When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.

lose sales

Producer-made brands are referred to as ______ brands.

manufacturer

A brand name has a _____ meaning than branding.

narrower

Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.

national

Family branding makes sense when the products are similar in which two of the following ways? (Check all that apply.)

Type Quality

Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom).

1. Rejection2. Nonrecognition3. Recognition4. Preference5. Insistence

Which of the following is the best example of an individual product?

A 6-oz. tube of Crest Pro-Health Toothpaste, Clean Cinnamon

Which of the following helps customers identify a trusted product in the store without needing to evaluate it and similar products every time they go shopping?

A brand name

Which of the following is a consequence of the perishable quality of services?

Balancing supply and demand can be challenging.

Which of the following occurs when a person is completely unfamiliar with a brand?

Brand nonrecognition

Match each of the following individual products to its target market.

Citibank Individual Retirement Accounts-Charles is a employee of Shell Oil Company and is concerned about the future.Citibank Online Bill Pay- Fred is a busy attorney at a law firm where he works 60-plus hours a week and doesn't have much time.Citibank Business Credit Cards-John is a recent college graduate who is starting a graphic design services company and does not have many financial resources.Citibank Home Equity Loans-Ben and Julie are homeowners who are expecting their first child and want to expand their living space.

Which three of the following need to be considered when deciding whether or not to offer a warranty? (Check all that apply.)

Competitors' offerings Customer needs The legal environment

Which of the following are intended to be purchased and used by the final end user?

Consumer products

_________ make unauthorized copies of products.

Counterfeiters

Which of the following are true of the battle between manufacturer and dealer brands? (Check all that apply.)

Dealer brands account for almost 30% of purchases in U.S. grocery stores. In the past, dealer brands were far less popular than manufacturer brands.

Which of the following are names of consumer product classes? (Check all that apply.)

Unsought Convenience Specialty Shopping

Which of the following are characteristics of a good brand name? (Check all that apply.)

Easy to recognize and recall, Brief and simple, Does not go out of date

True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.

False

In order to provide consumers with sufficient information, the ______ Act demands that the packaging of consumer goods use language that is easy to understand.

Federal Fair Packaging and Labeling

Which of the following products are examples of tangible goods? (Check all that apply.)

Ford F150 trucks, Wrangler jeans, Rolling Stone magazines

Which of the following are levels of brand familiarity? (Check all that apply.)

Insistence Rejection Preference Recognition Nonrecognition

Which of the following best defines brand familiarity?

It refers to the extent to which customers recall and accept a company's brand.

What aspect of a product makes it easy to identify on the store shelf?

Packaging

Which of the following is responsible for a product's promotion, protection, and enhancement?

Packaging

As the text explains, which video game is an example of augmented reality?

Pokemon Go

What are some advantages intermediaries enjoy in the battle of the brands? (Check all that apply.)

Preferred shelf positioning Better access to low-cost, reliable supply sources

Which of the following is used to describe the total amount of individual products in a product line?

Product line length

What are the benefits of family branding? (Check all that apply.)

Promotion costs for individual products is reduced. Positive feelings attached to a particular product may boost other products in the family.

Match the example of a packaging decision and its opportunity to add value.

Promotion- Kellogg's nutrition label helps consumers decide which cereal to buy.Protection- Electronic tags on the GAP's clothing set off alarms if not removed.Enhancement- McDonald's food containers are made from recycled materials.

Which of the following terms describes how a company's product compares to a similar product offered by a competitor?

Relative quality

Which of the following are considered "products"? (Check all that apply.)

Services, Goods

Which of the following would be a convenience product for most consumers?

Shampoo

Which of the following are true of trademarks? (Check all that apply.)

They must be legally registered. They can be symbols, words, or marks.

What is the purpose of branding?

To identify a product

__________ customers' behavior may provide companies with ideas for new products, added features or additional services.

Tracking

True or false: Companies that track customer behavior through an app might use the data to introduce a new product feature.

True

True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.

True

True or false: When demand for a brand is strong enough that the market price can be high, there is a favorable market for successful branding.

True

Which of the following conditions help enable successful branding? (Check all that apply.)

When it is easy to maintain product quality that is the best value for the price When customer need is great enough to make the branding effort profitable When customers can easily identify a product by brand or trademark

A brand can be a company ______, so it is important to make sure that the brand name does not become public property.

asset

A product ______ is made up of all of the various products that a company sells.

assortment

Kent's Snack Foods sells tortilla chips, potato chips, pretzels, and nuts. All of these products make up the product ____ of the company.

assortment

There are some apps on the market that contain computer-generated images and sound which are placed into the user's physical words. These apps use ______ (AR) technology.

augmented reality

Private and manufacturer brands compete for customer business in a struggle known as the ______.

battle of the brands

When Thomas Crown discovered that his local grocery store was out of Charmin bathroom tissue, he made a special trip across town to a Walmart store just to get the Charmin brand. Thomas's level of brand familiarity with regard to Charmin is ______.

brand insistence

Short, simple and suggestive of the benefits describe a good ______.

brand name

The term iPod is an example of a(n) _____.

brand name

Tina Wu got food poisoning after eating at Andy's Chicken House restaurant, and now she refuses to go back. This is an example of ______.

brand rejection

The use of particular names, words, or symbols to identify a product is referred to as ______.

branding

Products that are intended to be purchased and used by the end user are called __________ products.

consumer

The Federal Fair Packaging and Labeling Act has a direct effect on the labeling of _____.

consumer goods

Sears department stores has created a number of brands, including Diehard (for batteries), Craftsman (tools), and Kenmore (appliances). These types of brands are called ______ brands.

dealer

All four of the hardware stores in Trevor's community sell gas grills, but Hank's Hardware is the only store that delivers and installs the grills at no-charge. For this reason, Trevor buys his new grill at Hank's Hardware. By adding these services, the hardware store has _____ its offerings.

differentiated

Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.

earned her trust

Jane Zhang's car got stuck in a snow bank. Fortunately, there was a hardware store nearby where she bought a shovel—just like one she had at home. She was able to get herself unstuck. In this case, the shovel was a(n) ______ product.

emergency

How much a brand is worth in terms of its market strength is known as brand _______.

equity

When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An Apple iPhone of course." The familiarity of the Apple iPhone name proves its overall strength in the market. In other words, this phone has strong brand ______.

equity

How well a brand is recognized and accepted by people is called brand ______.

familiarity

A(n) __________ brand exists when a marketer applies one brand name to multiple products, for example if a company sold paper towels, dishwashing liquid, and snack crackers under the same brand name.

family

When multiple products are marketed under a single brand name, it is called a brand ______.

family

A product that does not have a brand name and is instead identified by its contents and the firm that made the product is called a ____ product.

generic

When Parul went to the store to buy cough medicine, she found Robitussin brand cough medicine and another brand in a plain package that was selling for $4 less than the Robitussin. The lower-priced cough medicine is an example of a _____.

generic product

While shopping in her local supermarket, Cassidy grabbed a package of gum from a display at the checkout counter. Cassidy does not usually chew gum, but the display caught her interest. In this case, the gum was a(n) ______ product.

impulse

A product brand name that is used only for that product is called a(n) ______ brand.

individual

A single item within a product line is called a(n) _________ product.

individual

Great Grains manufactures and sells a variety of baked goods under its Baked Better brand name. When the company developed a new line of cookies, it chose to brand them as Chewy. For Chewy, Great Grains is using a(n) ______.

individual brand

When people are willing to make the effort to look for a branded product because they refuse to consider purchasing an alternative brand, it is called brand ______.

insistence

When it first began distributing root beer to grocery stores, Reggie's Root Beer Supply only sold original flavor root beer. In the last three years, the company has extended the product and now distributes vanilla root beer and caramel root beer to stores. By increasing the number of products in the root beer line, the company is focusing on product line _____.

length

A familiar brand that can be used by sellers for a fee is called a(n) ________ brand.

licensed

The Dallas Chargers racing team gives manufacturers of clothing and gift items permission to use the team's name and emblem. In return, the Dallas Chargers receive payment for granting this permission. In this case, the Dallas Chargers name and logo is a(n) ______.

licensed brand

A firm's product _____ is made up of closely related products.

line

Lisle has never heard of Refinery29.com. This is an example of brand ______.

nonrecognition

When demand for a service fluctuates greatly, it causes problems for the marketing manager, because there is no way to keep an extra supply of services in a warehouse. In other words, services are ______.

perishable

Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.

preference

When members of a brand's target market typically select that brand instead of other comparable options, it is called brand ______.

preference

Brands created by intermediaries are called ______ brands.

private

Rite-Way drugstores places the Rite-Way brand name on a wide range of products that are only sold in Rite-Way stores. The Rite-way brand is a ______ brand.

private

An item or service that fulfills a need and is available from a company is known as a _____.

product

Dove offers four different types of personal cleaning products -- soap, body wash, shamppo and hand lotion.These represent Dove's _________ __________.

product lines

Ford Motor Company offers different types of vehicles, such as cars, SUVs, trucks, and minivans. These represent different ______.

product lines

Procter & Gamble's Crest toothbrush packaging makes it easy for the consumer to see and evaluate the product, and the design helps to focus attention on the benefits of the toothbrush. This aspect of the packaging helps Procter & Gamble ______.

promote the product

Kendra is shopping at the new organic food store. She wants to buy her favorite organic granola, but is disappointed to find another brand on the store shelf. From a marketing point-of-view, the granola on the shelf lacks _____ because it doesn't meet Kendra's needs.

quality

Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.

quality

As Jessica was shopping for lemonade at the grocery store, she remembered an advertisement she had seen for Country Time lemonade so she placed a bottle of the lemonade in her cart for purchase. In this instance, Country Time achieved brand _____.

recognition

When people can recall a brand's name, it is called brand ______.

recognition

Ronnie Brewer has never owned a Ford car, but his parents owned one and the car had all kinds of problems. As a result, Ronnie will not even consider buying a Ford. For Ronnie, Ford has achieved brand _____.

rejection

Sherri's Shirts sells three types of silk blouses. The one with the highest thread count is considered to be the highest grade of the three types of blouses. This is a description of the _____ of the silk blouses.

relative quality

Most customers consider an item a "product" when it _____.

satisfies the customers need

When competitors offer physical goods, a company may differentiate its offering by adding a _________ valued by its target market.

service

A ______ is a trademark that refers specifically to an offered service.

service mark

A trademark for a service being offered is called a ______.

service mark

General Mills markets several types of breakfast cereals, baking products, pasta, and ice cream. In other words, General Mills has ______.

several product lines

Products that are bought frequently, routinely, and without much consideration are called ______.

staples

Companies may use different market __________ for individual products and target markets.

strategies

A good is a(n) ______ item because it can be seen and touched.

tangible

Band-Aid and Kleenex are both examples of _____ because they are legally registered for use by their respective companies.

trademarks

The promises a seller makes about a product are called a ______.

warranty